Chapter 5 Marketing Information Systems And Marketing Research

Marketing for Hospitality and Tourism, 3e Philip Kotler, John Bowen, James Makens

2003 Pearson Education, Inc. Upper Saddle River, NJ 07458

The Marketing Information System

Marketing for Hospitality and Tourism, 3e Philip Kotler, John Bowen, James Makens

2003 Pearson Education, Inc. Upper Saddle River, NJ 07458

The Marketing Information System

Marketing Managers
Marketing Information System

Distributing Information

Assessing Information Needs

Developing Information

Marketing Decisions and Communications

Information Analysis

Internal Databases

Marketing Research

Marketing Intelligence

Marketing Environment
Marketing for Hospitality and Tourism, 3e Philip Kotler, John Bowen, James Makens 2003 Pearson Education, Inc. Upper Saddle River, NJ 07458 3

Customer Information
Comment cards Registration-membership Disguised/mystery shoppers Company records Exit interviews Follow up phone calls
Marketing for Hospitality and Tourism, 3e Philip Kotler, John Bowen, James Makens 2003 Pearson Education, Inc. Upper Saddle River, NJ 07458 4

The Marketing Research Process

Defining the problem and research objectives

Developing the research plan for collecting information

Implementing the research plan -- collecting and analyzing the data

Interpreting and reporting the findings

Marketing for Hospitality and Tourism, 3e Philip Kotler, John Bowen, James Makens

2003 Pearson Education, Inc. Upper Saddle River, NJ 07458

Marketing Research Process

Step 1. Defining the Problem & Research Objectives
Exploratory Research Descriptive Research Causal Research
Marketing for Hospitality and Tourism, 3e Philip Kotler, John Bowen, James Makens

Gathers preliminary information that will help define the problem and suggest hypotheses. Describes things as market potential for a product or the demographics and consumers attitudes. Test hypotheses about causeand-effect relationships.
2003 Pearson Education, Inc. Upper Saddle River, NJ 07458 6

Marketing Research Process

Step 2. Develop the Research Plan
Research plan development follows these steps:
Determining Specific Information Needs Gathering Secondary information Planning Primary Data Collection
Marketing for Hospitality and Tourism, 3e Philip Kotler, John Bowen, James Makens 2003 Pearson Education, Inc. Upper Saddle River, NJ 07458 7

Develop the Research Plan

Gathering Secondary Information
Both Must Be: Information That Already Exists Somewhere. + Obtained More Quickly, Lower Cost. Relevant Accurate Current Impartial Information Collected for the Specific Purpose at Hand.

- Might Not be Usable Data.

Marketing for Hospitality and Tourism, 3e Philip Kotler, John Bowen, James Makens

2003 Pearson Education, Inc. Upper Saddle River, NJ 07458

Develop the Research Plan

Planning Primary Data Collection
Contact Methods (Table 4.3)
Mail Flexibility Quantity of Data Collected Control of Interviewer Control of Sample Speed of Data Collection Response Rate Cost Poor Good Telephone Good Fair Personal Excellent Excellent Poor Fair Good Good Poor Online Good Good Fair Poor Excellent Good Excellent

Excellent Fair Fair Poor Fair Good Excellent Excellent Good Fair

Marketing for Hospitality and Tourism, 3e Philip Kotler, John Bowen, James Makens

2003 Pearson Education, Inc. Upper Saddle River, NJ 07458

Develop the Research Plan

Planning Primary Data Collection
Observational Research
Gathering data by observing people, actions and situations (Exploratory)

Research Approaches
Survey Research
Asking individuals about attitudes, preferences or buying behaviors (Descriptive)

Experimental Research
Using groups of people to determine cause-and-effect relationships (Causal)
2003 Pearson Education, Inc. Upper Saddle River, NJ 07458 10

Marketing for Hospitality and Tourism, 3e Philip Kotler, John Bowen, James Makens

Develop the Research Plan

Planning Primary Data Collection
Probability or Non-probability sampling?

Sampling Plans
Sample representative segment of the population

Who is to be surveyed? (What Sampling Unit?)

How should the sample be chosen?

How many should be surveyed?

Marketing for Hospitality and Tourism, 3e Philip Kotler, John Bowen, James Makens

2003 Pearson Education, Inc. Upper Saddle River, NJ 07458

11

Research Problem Areas

1. Making assumptions 2. Lack of Qualitative information 3. Failing to look at segments within a sample 4. Improper use of sophisticated statistical analysis 5. Sample is not representative of the population 6. Using biased questions in surveys

Marketing for Hospitality and Tourism, 3e Philip Kotler, John Bowen, James Makens

2003 Pearson Education, Inc. Upper Saddle River, NJ 07458

12

Development of questions
1. Every question should focus on a topic and measure what you want it to measure.
Wrong: Which restaurant do you like the best? Right: Which of these restaurants you be most likely to choose for a casual dinner? Wrong: When do you usually go to work? Right: What time do you ordinarily leave home for work?
Marketing for Hospitality and Tourism, 3e Philip Kotler, John Bowen, James Makens 2003 Pearson Education, Inc. Upper Saddle River, NJ 07458 13

2. Questions should be brief

Wrong: Can you tell me how many children you have, whether they are girls or boys, and how old they are? Right: What is the age and gender of your children?
Marketing for Hospitality and Tourism, 3e Philip Kotler, John Bowen, James Makens 2003 Pearson Education, Inc. Upper Saddle River, NJ 07458 14

3. Use vocabulary the respondent will understand

Wrong: Are you an exurbanite?

Right: What is your zip code?

Marketing for Hospitality and Tourism, 3e Philip Kotler, John Bowen, James Makens

2003 Pearson Education, Inc. Upper Saddle River, NJ 07458

15

4. Question must be applicable to the respondent

Wrong: How long does it take you to find a parking place after you arrive at the restaurant? Right: If you drive to the restaurant, how long does it take you to find a parking place after you arrive at the restaurant? Might use a screening question first - Do you usually drive to the restaurant. Yes___ No____, If Yes .
Marketing for Hospitality and Tourism, 3e Philip Kotler, John Bowen, James Makens 2003 Pearson Education, Inc. Upper Saddle River, NJ 07458 16

5. Avoid using examples that can introduce bias

Wrong: Do you eat pork ribs, even thought they contain a lot of fat?

Right: How likely are you to order pork ribs when you dine out? Perhaps use this with a 7 point scale.
Marketing for Hospitality and Tourism, 3e Philip Kotler, John Bowen, James Makens 2003 Pearson Education, Inc. Upper Saddle River, NJ 07458 17

6. Make sure the respondent can answer the question

Wrong: How many times did you dine out last year?

Right: How many times did you dine out at a fast food restaurant during the last 2 weeks?
Marketing for Hospitality and Tourism, 3e Philip Kotler, John Bowen, James Makens 2003 Pearson Education, Inc. Upper Saddle River, NJ 07458 18

7. Avoid ambiguous words

Wrong: About what time do you ordinarily eat dinner? Right: About what time do you dine in the evening? Avoid; sometimes, frequently, usually

Marketing for Hospitality and Tourism, 3e Philip Kotler, John Bowen, James Makens

2003 Pearson Education, Inc. Upper Saddle River, NJ 07458

19

8. Avoid double barreled questions

Wrong: Do you dine out regularly because it is as cheap as eating at home? Right: Do you dine out regularly? Why or why not?

Marketing for Hospitality and Tourism, 3e Philip Kotler, John Bowen, James Makens

2003 Pearson Education, Inc. Upper Saddle River, NJ 07458

20

9. Scales- Mutually exclusive Collectively exhaustive

0-10___, 10-15___ not mutually exclusive 5-10____, 11-15___, 15+____, not collectively exhaustive

Marketing for Hospitality and Tourism, 3e Philip Kotler, John Bowen, James Makens

2003 Pearson Education, Inc. Upper Saddle River, NJ 07458

21

Marketing Research Process

Step 3. Implementing the Research Plan
Collecting the Data

Processing the Data

Research Plan

Analyzing the Data

Marketing for Hospitality and Tourism, 3e Philip Kotler, John Bowen, James Makens 2003 Pearson Education, Inc. Upper Saddle River, NJ 07458 22

Marketing Research Process Step 4. Interpreting and Reporting Findings

Researcher Should Present Important Findings that are Useful in the Major Decisions Faced by Management.

Step 1. Interpret the Findings

Step 2. Draw Conclusions

Step 3. Report to Management

Marketing for Hospitality and Tourism, 3e Philip Kotler, John Bowen, James Makens 2003 Pearson Education, Inc. Upper Saddle River, NJ 07458 23